A Rolls Royce, Rolex, Forbes, more advanced technology (E.g. Airpods, IPhone X, etc.

)
B Apple Mac computers, The Guardian
C1 Staples/stationary, The Daily Mail, Men’s Health Magazine
C2 The Sun, Coronation Street, cheap cigarettes or luxuries
D Pay-day loans, Pound land, Lottery tickets
E Company own products (E.g. Tesco’s own), The Royals (TV show)

Mainstreamers Love Island, EastEnders, Coronation Street

Aspirers The Apprentice
Succeeders Dragons Den
Resigned M*A*S*H, Dad’s Army, Black Adder, Carry On films
Explorers National Geographic, Extreme Sports
Strugglers MTV, Jeremy Kyle, Horror Channels
Reformers David Attenborough, Louis Theroux

In regards to the two covers I have just analysed these covers, I have found that there are multiple elements
that they share, despite the differing demographic audiences. Firstly, it can be inferred that the TEEN
magazine holds information and cover lines which would directly appeal to the growing mass younger
audience (possibly those such as 12-17) because there is language used which would be considered
aspirational such as “Guy Guide” and “58 Pro Hair Tricks”. I say these because it would develop a more
inspirations and influential guidance profile for them to look up to as they mentally develop. In comparison,
the Automobile cover would have a link towards the TEEN magazine because they both suggest their
audience as aspires because the content (even if visual) would have inferences which would indicate
purchasing guide for cars, where possibly older generations would be interested – this has supportive
evidence because this target audience specifically would most likely be wealthier/financially stable so they
are able to afford the luxuries of the “NEW CARS” of 2014. In addition, the gender profile for the car
magazine could be questioned because it is not specifically assigned a stereotypical image compared to the
TEEN magazine (with the excessive use of pink – appealing typically towards girls/females), as there are
more gender neutral tones throughout the cover.
Gillette – The Best a Man Can Get (advert):

Best, Father and Son, Sharp, Success, Champion, All, Most – these are some of the key words used in
the adverts, they are used specifically to target to their primal audience as well as infer that it is only
with this razor that allows me to become the best possible version that they can be because all men
want to be at the top of the board.

Opening scene – men at social event, wedding or special happening – men are happy and conformist
allowing there to be somewhat of a ‘fantasy’ image.

Woman standing behind the man at the wedding and her eye contact is because he is the best he
could possibly be at that moment in time

Teaching someone else to shave would allow there to be an influential or aspirational audience
developed if there are younger men watching it – allowing there to be an emotional and subconscious
connection developed, along with the words “father and son” used in the lyrics.

Man holding a new born baby – handsome man holding a baby (nurturing values)
Association with the surfer is that it is inferring that this product is smooth and idyllic – sometimes
shaving can be painful if the right product isn’t used so they are trying to say their product is the one
that you would need in order to have the perfect shave and after effect.
Astronauts coming out of plane – god like image

Laser graphics – precision of a laser in the way that it cuts, with the use of this to calve the text “The
Best a Man Can Get” means that it is smooth. Furthermore, the use of the blue colour for the laser
would indicate that it is cool, thus having the connotations of it being trustworthy and lacking in
danger (as that would be shown by red).

Women would be the secondary audience for this advert because it could suggest that they would
want the idyllic man who would be confident and clean shaven, showing they are embracing their
masculinity as well as hold a powerful and assertive position where they don’t have any other subject
above them, hence the use of the term “champion” in the lyrics which supports the idea that they
have come out on top and are metaphorically winning in the subject matter.

In comparison, I had found a modern version Gillette advert to which would have modern technology
as well as a more diverse cast selection which would allow it to be more socially accepted. This can
also be more persuasive in its broadcast because their use of celebrity endorsement allows younger
audiences to be influence to choose their brand of razors instead of another simply because of their
idol having previously used the company’s products. Furthermore, the modern advert is significantly
shorter than that released in the late 1980s, this is because it would provide more catchy and
memorable content instead of somewhat dragging it out, they were also using their own song and
rhythm in the earlier advert because the use of a catchy tone would allow the advert to be more
distinctive and unforgettable, however, the 2018 version relies more on the visual content to persuade
and compel the mature audience to use their initiative to understand what the institution is trying to
convey. I further believe that this would provide a more personal and subconscious connection
between the message of the advert and their own experiences, boosting the decision of their opinion
to use this brand in the future and not only in the moment of when they need it now/in the present.
Representations: Stereotypes, Encoding/Decoding, Contexts, etc…
In regards to the older advert, there is many scenes of stereotypical imagery, by this I mean that there
are references that Gillette are making to create the ideal man when the woman is attracted to them-
for this case because they become a much more than a man through the use of this razor blade.
Whether that is in regards to socially (marriage, career), personally (athlete) or other means; the
advert still continues with its performance of many ideas to turn the individual/audience watching
into developing a new mind-set through the communications of the lyrics and visuals.
The use of the lyrics allows the audience to decode the message and inferences that the institution
are developing, by this I am referring to words such as ‘sharp’, 2make the most of who you are’, ‘father
to son’…and these words are used within the first 20 seconds of the minute advert. Therefore, they
persuade and compel the audience to gain a new perspective on shaving and the visual
demonstrations of what this razor can allegedly provide for the man using it means - they are
encouraging and demanding for the audience.
In comparison, it is easier to understand that it is far more appealing and convincing to the male
audience of today, I say this because the use of language such as ‘they look good inside’, ‘they let it
out’, ‘the best men aren’t afraid of commitment’, and these are all spoken to the audience within the
first 10 seconds, therefore we can immediately establish that Gillette have a consistency throughout
their work, even if the visual portion of the commercial has improved to be far more direct yet
ambiguous, their use vocalised communication towards their audience means they remain to have a
strong influence on the perception that men take towards their appearance and attitude.
Furthermore, it is seen that there is a distinct difference between the two adverts in regards to visual
aspects, the original was far more straight forwards with what was socially accepted at that point,
where the women were still flattered by men and that the males attitude would be more dominant
that the woman in terms of how masculinity is perceived – whereas in the modern take social
acceptance is far more flexible, where there is racial diversity, men demonstrating different
behaviours to the original adverts (where one man is seen shaving his legs), the idea of father figures,
etc. All these elements make it more appropriate for publication due to the greater quality of
acknowledged behaviours.

Audience: Categories, Mode of Address, Interaction…

In terms of the audience for the original audience, it would have most likely been more selective in
comparison to the modern audience, by this I mean that those would have been appealed to the
original advert because they would want to meet the criteria to become that of a more outstanding
man; whereas the modern take shows more socially aware behaviour and attitude that men display
now – this is because Gillette would want to create a mass audience, targeting those specifically who
want ‘the best a man can get’, which still refers to the target audience directly however, it is not as
commanding as the original where it would have been for those who classify themselves by their
masculinity rather than social presence. Instead, it is more aware of the changing attitude of society
making the product more vastly targeted, even towards those who don’t meet the criteria that the
original did, e.g. more feminine behaviours and characteristics.
‘To the men who always give their best, we’ve given you our best quality blades for over 100 years’,
this quote is used at the end of the 2010 advert, this would cover the basis of the audience interaction
where they would feel more directly spoken to instead of stating a general comment – it infers the
idea that men form a community, and that the institution is providing an assuring message that they
brand of blades is but the greatest quality they will find, as supported by ‘over 100 years’ (statistics
provide more compelling attitudes). There is a sense of communication being displayed within this
advert towards those who have the interest of the company, this would be far more influencing for
the audience in regards to buying the product because it means that there is an element of
professionalism within the brands advertisements, allowing for a much more established
subconscious connection made with the institution and audience individuals.
Application of theories…
In regards to this, the theory established by Stuart Hall can be seen – this is because he proposed the
idea of Reception Theory. This is where there are 3 types of responses that the audiences can make:
Dominant (how the producer wants the audience to view the media text, if it has an easy to follow
narrative and if it deals with themes that are relevant to the audience), Negotiated (where the
audience accepts parts of the producers views, but has their own views on parts as well) and
Oppositional (when the audience rejects the preferred reading, and created their own meaning from
the text). This is used to establish that media texts are encoded and decoded. The producer encodes
the message and values into the media which are then decoded by the audience. The 3 types of
responses are the different ways in which he suggests the audience decodes the text – however,
different audience members will decode the media in different ways and possibly not in the way the
producer originally intended. It is important to understand that this theory can also cover the concept
of age, ethnicity, gender, situated culture (where you live), culture competence (the part you play)
and cultural experience (where you come from) – these would need to be considered as well when
the audience want to decode the media text cause something in one culture may stand/represent
something completely different in another, likewise with gender/age because the classes of the
audience would provide a fundamental reflection on how they perceive the message that is attempted
to be communicated. In regards to shaving and the promotion of Gillette’s blades, I believe the
audience would classify as Dominant, this is because they would consume the products on the
understanding that it would make them a better version of themselves, as well as the fact that the
messages that are communicated in both the adverts are transparent. This allows them to recognise
what the institution is trying to convey, along with the acknowledgement that all men would have the
same or similar intentions gain either from the advert or society around them providing them with
influence and encouragement; they may not be the same age or culture but there would be relative
ground that they share, meaning that the adverts are success in their purpose of publication towards
their desired audience.